INTERVIEW: Bullet For My Valentine’s Matt Tuck Talks ‘Social Apocalypse’ And Unexpected Collaborations

First of all, how are you doing?

Matt: I’m doing good! It’s an exciting time. It’s been quiet all year in front of the camera, so to speak, but we’ve been really busy making the record, doing the artwork and all that stuff.

We’ve been very busy since the beginning of the year, and now everything is starting to happen. So yeah, it’s good. Exciting times!

‘Social Apocalypse’ addresses several issues in modern society, including screen addiction and social division. Was there a particular moment when you realised this song should become the lead single and title track of the album?

Matt: Yeah, as soon as it was written, really. It was kind of the catalyst song for the entire album.

We wrote a bunch of songs like we normally do, just in the studio and at home, being creative and writing as much as we could. Then this song was born, and it set the wheels in motion for the theme of the album, the sound and everything.

It was ‘Knives’ on the last album, and this one was the song that kickstarted everything.

We loved the title, we loved the tone and we loved the song. We just thought it was a great opening song for the new campaign.

The music video really reinforces the dark and tense atmosphere of ‘Social Apocalypse’. How did you come up with the concept, and what was the filming process like?

Matt: Music videos are a tricky one, you know? It’s not really something that myself and the band love doing.

You have other people getting involved and putting their own ideas of what the video should be onto your art. It’s a tricky dynamic, so we always try to get involved as much as possible to make sure we end up with something we like as well.

It’s not just about someone else’s vision for the song. It’s our song, it’s our art, and we want the visuals to represent it the way we want.

We worked with a producer called Chris and decided to keep things simple. There’s a little narrative about how screen time and social media are melting people’s brains and turning them into zombies.

We wanted to keep that narrative simple and focus more on the performance aspect. We were lucky enough to shoot in two very different, contrasting locations.

It was actually quite a fun one to do! It was our first music video in probably four or five years, and it turned out well. We’re happy with it, which is unusual because we usually hate them. (laughs)

I think it’s weird enough, but visually it looks really good.

Did most of the concept and the ideas for the different scenes come from the band, or was it mainly the team behind the video?

Matt: I think the narrative part definitely came from me.

I wanted something that reflected the song without going too deep, dark or weird. We wanted to keep it real so people could relate to it.

For example, there’s a family having dinner while the kids are just staring at their screens. Or a couple lying in bed, back-to-back, both looking at their phones.

We just wanted to make it a simple concept with a relatable narrative.

The song also touches on our relationship with technology. Do you think social media has changed the way we interact with each other?

Matt: We’re forgetting how to interact, you know? As humans, we can’t survive unless we interact. It definitely feels like things have escalated over the last couple of years, especially post-COVID.

There are amazing benefits to the technology we have today, and I’m not complaining about it because we all use it and take advantage of it. But there seems to be a lot of negativity that comes from it as well, and it causes a lot of harm to people.

Younger generations are being brought up without knowing anything different, which is kind of weird to me.

I have a 16-year-old son, so I see it myself. Thankfully, we’ve kept him away from a lot of that until now. We’re only really allowing him to get involved in that kind of stuff recently, and we monitor it as much as we can.

I sound like a grumpy old man right now, don’t I? (laughs)

But as you get older, you start to see it. The world has become a pretty crazy place, and there’s a lot going on right now that isn’t particularly positive.

I think humans need to come together and collectively make a positive change for the future.

The album features two very different guest vocalists: Chrissy Costanza from Against The Current and Will Ramos from Lorna Shore. What did they bring to the songs, and did either of them surprise you?

Matt: Having people collaborate on an album isn’t something we’ve really done before. We had one guest vocal on Scream Aim Fire, just a tiny section of one song, nearly 20 years ago. That was Benji from Skindred.

But these songs, because of the way they were written and structured, almost sounded like there were two people singing them anyway. So they were quite obvious opportunities for collaborations.

I just picked up the phone and contacted the two people whose voices I thought would suit the songs, who I thought would want to do it and who could add something creatively.

I sent Will his song and Chrissy hers, and that was it. Job done!

I flew to the States with our producer, and we recorded them in a little studio in New York. The whole process was so easy. I was like, “Damn, that was easy!” (laughs)

They definitely add something to the songs. I think people are really going to love them when they hear them.

I think they’re two standout tracks anyway, even without the collaborations, but having Will and Chrissy involved makes the songs so much more dynamic and interesting to listen to.

I’m quietly happy with them. I don’t want to say too much because I want people to experience that moment for themselves.

We wouldn’t release them as singles if we didn’t think they were standout tracks.

Chrissy is an amazing vocalist, but she might not be the first artist fans would expect to hear on a Bullet For My Valentine album. How did that collaboration come about?

Matt: With Chrissy, we were looking for a female vocalist. I was working with my producer, Carl, and we were talking about who we could get.

At the time, I was listening to Chrissy’s solo EP, and I could hear her voice on the track.

I asked Carl if he knew who Chrissy was, and he said he’d actually had meetings with her before. He told me she was really nice, easy to work with and an amazing singer.

So I got in contact with her manager through him, and her manager gave me her number.

I sent her a quick text saying, “Hey, it’s Matt. I’d love you to be part of this song. Can I send it to you and see what you think?”

She said yes, so I sent it across. She loved the song, went in and recorded it. Job done! Nice and easy. (laughs)

And it’s really good!

I think having people on albums is tricky because you don’t want someone predictable, but you also want someone who’s in the same world musically.

It’s a tricky balance, and I think getting Will and Chrissy just felt right.

It didn’t feel unusual, but I think when people saw Will’s name, they were probably thinking, “What?”

Even though we’re in the same world, Lorna Shore are obviously completely different from Bullet musically. But we’re kind of in the same hemisphere.

I’m excited for people to hear that song because I think they’re going to be very surprised by what they hear.

There’s a bit of a plot twist there!

‘Social Apocalypse’ is the opening track on the album. Does it give fans a good idea of what to expect from the rest of the record, or will there be some surprises along the way?

Matt: I wouldn’t say there are surprises. I think it’s quite an eclectic album.

The last album was just intensity and aggression. This album isn’t like that. It has moments like that, but we’re much more focused on songwriting rather than just trying to sledgehammer people’s heads in.

I think there are a few songs that people will initially hear and probably go, “Oh.”

But when the dust settles, those are the tracks that always tend to shine.

There’s one song on there that could have been on Scream Aim Fire. There’s one that could have been on Fever, a couple that could have been on Gravity and a couple that could have been on the last album.

It’s a really good showcase of Bullet’s styles and diversity.

So that’s what this album is. It’s more of a journey record rather than just a blistering, fuck-you metal album.

Are there any songs from the new album that you’re particularly excited to perform live?

Matt: Yeah, all of them!

There are going to be three singles out by the time we hit the road in January and February, so people will get to hear those.

We’re just excited to play them. That’s always the most fun part of a set for us, getting to play the new stuff.

With how the songs sound and how they’re structured sonically, I think they’re going to sound absolutely monstrous in these arenas.

We’re just happy to get back on the road and have a new album. It’s been nearly six years since new music and a new album.

We’re excited to continue the journey, really.

You’ve spent so many years touring and performing around the world. What’s one thing about life on tour you wish someone had told you when you first started?

Matt: That it’s hard! (laughs)

Some tours are harder than others, and a lot of it comes down to the length.

In the early days, we were so excited and inexperienced that we didn’t really care how long a tour was. But as the tours roll into other tours, you start to realise how hard the work actually is.

It sounds really glamorous when you have that dream, but it’s anything but glamorous.

There’s a lot of travelling, waiting around, checking in, luggage, packing and homesickness. There’s also a lot of jet lag, sleepless nights, mental fatigue and physical fatigue.

It takes a certain kind of person to do what we do.

It might seem glamorous from the outside, and we wouldn’t change it for the world, but the reality is that it’s a fucking hard job. Especially when you’re touring globally rather than just being a national band.

It’s a blessing and a curse.

We can go all over the planet as much as we want because people will show up, but you have to pace yourself.

You need breaks between tours to regroup and find a balance with your family, loved ones and kids. You have to make sure everyone’s coping.

It’s quite stressful, especially when something happens in the family while you’re away.

Real life doesn’t stop just because we’re touring. Things still happen, and that can be very difficult to deal with when you’re 5,000 miles away with a ten-hour time difference.

It can get really dark and lonely sometimes.

We’ve had instances where loved ones and relatives have passed away while we’ve literally been on stage. Then you have to pack everything up and go to the next show the following day.

That’s real, and it happens.

But when it’s good, it’s great, and we’re living a dream.

We wouldn’t change it for the world. You just learn how to deal with those things.

We’re obviously not the only profession where people travel and work away from home. There are millions of people who can probably relate.

But that dream of being a rock star isn’t always what people imagine it to be.

Bullet For My Valentine have been part of the metal scene for over two decades. What are some of the biggest changes you’ve noticed in the music industry during that time?

Matt: Man, when The Poison and Scream Aim Fire came out, there was no social media.

When those first two or three albums came out, there was no iPhone, no smartphone and no streaming services. They didn’t exist.

So everything’s changed! (laughs)

When The Poison first came out, everything was done through old-fashioned media. Radio, MTV and music channels. That’s how we cut our teeth, and that’s how our band promoted itself.

There were no smartphones, no streaming and no social media.

People bought physical albums all the time. You’d go to a record store and buy a record. Those were good days!

We’ve seen every transition in between, from how people write music to how they consume it, how bands promote themselves and how record labels sign bands.

The last 20 years have brought an unrecognisable change to the music industry, and probably the world.

The way we operate as humans and how we function has completely changed.

It’s a completely different planet.

Before smartphones became popular, audiences experienced concerts very differently. Nowadays, you see people holding up their phones to record performances. How do you feel about that change?

Matt: Yeah, but I’ve got no issue with that.

As long as people are there, I want them to have the night they want to have.

Some guys have a proper meltdown about that stuff, but I’m cool with it. It doesn’t bother me.

If people want to do that, it’s up to them.

During 2004 all the way to 2008 or 2009, none of that existed.

But it is what it is.

And to be honest, you can’t really see that far into the crowd because of the lights and production on stage. We usually just see a big black hole.

When the lights shine into the audience or the house lights come up, that’s when you can see everyone.

There are benefits to phones at concerts, too.

When we play something like a ballad and everyone puts their little lights on and waves them around, that’s cool.

It’s always a good photo opportunity from the stage.

But yeah, gigging has changed a lot for many different reasons.

People seem to want to capture the moment rather than live in it.

I never do that. I go to so many gigs and festivals, and my phone never comes out.

I like to just live in the moment and enjoy it.

But that’s just me. Everyone enjoys concerts differently, and there are no rules.

We always ask our guests to leave a question for our next guest. Last time, we spoke to country artist Lanie Gardner. Her question was: “What do you do right before going on stage? Do you have a pre-show ritual?”

Matt: Yes, it’s very boring, unfortunately!

It’s vocal warm-ups. I do this bubbling exercise for about 15 minutes, followed by a 20-minute vocal warm-up. Then I’m ready to hit the stage.

But that routine is good, you know? It sets everything in motion, gets the mind focused and gets everything warmed up and ready to go.

It’s actually very calm. I don’t know what people imagine happens backstage before a massive metal arena show, but for me, it’s very calm and focused.

There’s no noise, no shouting, no hype guys or high-fiving. It’s just pure focus, a bit of a hug with everyone, and off we go!

It’s nice and regimented, nice and calm.

Strife Magazine: It sounds very calm!

Matt: Yeah, it’s nice. I like it. It’s like the calm before the storm. It sounds like a cheesy expression, but that’s how I feel.

It’s just pure focus, and then you walk out on that stage and chaos breaks loose.

I like that dynamic.

Finally, what question would you like us to ask our next guest?

Matt: Ooh! Do you know who it is, or am I not allowed to know?

Strife Magazine: We don’t know who it is yet. That’s always a surprise!

Matt: Okay, cool. So, something nice and generic.

What was your first mobile phone, and would you switch your current one for it today if you could?